Halfway through our 12-part series of the 12 most common advertising blunders according to Roy Williams, author of The Wizard of Ads.
Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.
6. Creating ads instead of campaigns: It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive and memorable ads are those most like a rhinoceros: They make a single point, powerfully. An advertiser with 17 different things to say should commit to a campaign of at least 17 different ads, repeating each ad enough to stick in the prospect's mind.
I still see ads today that do this. The consumer is left scratching their head afterwards, not sure what the advertiser is advertising. Do one thing and do it well! - Curt
Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.
6. Creating ads instead of campaigns: It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive and memorable ads are those most like a rhinoceros: They make a single point, powerfully. An advertiser with 17 different things to say should commit to a campaign of at least 17 different ads, repeating each ad enough to stick in the prospect's mind.
I still see ads today that do this. The consumer is left scratching their head afterwards, not sure what the advertiser is advertising. Do one thing and do it well! - Curt
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